Potential Market Positioning for New Eye-Care Product

A global eye-care company was exploring an opportunity to launch a new line of contact lens. On a deeper level, they would like to identify the potential benefits for consumers and eye-care professionals, as well as mining insights to further these positioning directions for the future.

• Bearing in mind that the recommendations of eye-care professionals are not greatly reflected in retail-accessible healthcare products, the study was divided into the two involved groups- consumers and eye-care professionals
• Various positioning statements were presented to both groups to understand their preference

Whilst the consumers and eye-care professionals were found to have  differing opinions regarding what the new product was offering, we were able to identify commonalities across both groups, to achieve synergy in the positioning.